Cause Marketing & The Small Business

Is your business engaging with #GivingTuesday this Holiday Season? If not, you may want to give it some thought before the big day.

This year Giving Tuesday takes place on Tuesday, December 3rd. Following the retail-driven events that are Thanksgiving sales, Black Friday, Small Business Saturday and Cyber Monday; Giving Tuesday is a global celebration of, well, giving. Giving of one’s time through volunteer work, making a donation, providing in-kind gifts, or simply lending your voice to a cause you feel passionately about.

You can make a difference and your business will be all the better for it! In fact, here are just a few statistics from Engage For Good’s guide, “Statistics Every Cause Marketer Should Know”.

When it comes to what Purpose attributes are most important to reputation, Americans prioritize companies that are responsible (86%), caring (85%), advocate for issues (81%), protect the environment (79%) and give back to important causes (73%) - Porter Novelli/Cone Purpose Premium Index

Nearly two-thirds of millennials and Gen Z express a preference for brands that have a point of view and stand for something. - Kantar’s 2018 ‘Purpose 2020’ Report

62% of global consumers want companies to take a stand on issues they are passionate about and 64% find brands that actively communicate their purpose more attractive. - Accenture’s 2018 Global Consumer Pulse Research

Here at Solutions On 2nd we are proud to partner with a number of local non-profit organizations that we are passionate about. Big and small, we know first hand how critical sponsors and local business support can be to keep these organizations thriving.

That’s also why we can say with confidence that if you went to one of your local non-profits and told them you wanted to partner with them during this season of giving, they’d be happy to have your support!

Looking for ideas on how you might be able to get involved at the last minute? Here are a few creative (and quick) ideas to get you started:

1. Provide a matching grant commitment.

Pick an amount you are comfortable paying in full, and let your non-profit partner engage with their social media fans and followers to try to match that amount!

2. Donate a portion of your proceeds.

A little more complicated, but an excellent opportunity if you are a retail location who can benefit from additional exposure for the holiday season!

3. Arrange a donation drive for needed items.

Great candidates for this idea are shelters who have need of towels, blankets, food, and other supplies for their residents. Host a collection party and offer a discount or free service for anyone who brings in items from the wish list!

4. Encourage your employees to participate in #GivingTuesday.

Encourage each of your employees to donate to the non-profit of their choice and match their contribution. They get to support a cause they are passionate about, and you get to support your employees in their interests!

A final thought on cause marketing:

Americans expect companies to lead with Purpose: 78% of Americans believe companies must do more than just make money; they must positively impact society as well. - 2018 Cone/Porter Novelli Purpose Study